Rinjin Shokudo

A modern F&B loyalty transformation across three Klang Valley outlets

How Rinjin Shokudo Engineered Repeat Visits with Advocado
(2024 - 2025 Full Case Study)

Executive Summary: How did Rinjin Shokudo grow retention across 2024–2025?

Rinjin Shokudo — a fast-growing Japanese casual dining brand with outlets in Bukit Jalil, Subang Jaya, and Taman Paramount — partnered with Advocado to build a scalable membership and loyalty engine to strengthen repeat visits, improve engagement, and unify their customer data.

Across the combined period of June 2024 to December 2025, the brand achieved:

- 1.82x growth in members (from 3x,xxx -> 5x,xxx!)
- Over 50% active members (1x return & more in 365 days)
- Strong loyal, returning customers with 41% points redemption rate, and 22% voucher redemption rate
- Strong outlet activity across three locations
- High engagement on birthday and visit-based campaigns

This case study breaks down the brand’s journey, showcasing how Rinjin turned everyday dining traffic into a structured repeat-visit engine without heavy discounting or unstable promo cycles.

Brand Background: Who is Rinjin Shokudo and what makes the brand unique?

Rinjin Shokudo is a Japanese home-cooked meal restaurant brand, popular among young adults, families, and working professionals in the Klang Valley. With three high-traffic outlets in Bukit Jalil, Subang Jaya, and Taman Paramount, the brand competes in a saturated space where customer loyalty is often short-lived and highly promotion-driven.

Before implementing a mature membership system, Rinjin battled against the same challenges many Malaysian F&B operators face:

  • Walk-in traffic dominated revenue
  • Campaigns were run manually
  • Promotions didn’t create measurable second or third visits
  • No unified dataset to track customer behaviour
  • Increasing competition in the casual Japanese dining market

Rinjin needed a system that did more than “issue points and vouchers.”
 They needed:

  • An advisor to guide them on loyalty, engagement, and strategy based on current members’ data

This is where Advocado entered as the data layer, operational engine, and marketing advisory partner.

What were Rinjin Shokudo’s pain points before using Advocado?

  • The common challenges Malaysian F&B operators, with existing membership solution, struggle with are:
  • Lack membership advisory
  • Despite generating ten-thousands worth of members data with a simple membership loyalty solution, Rinjin lacked a team of advisors to cook these data into:

    - Returns and revenue
    - Increase average transaction spent
    - Engagement strategies
  • Limited support
  • Rinjin felt the support provided was lacking, and needed a team that was quicker in response, and willing to do face-to-face support meetings.

    Advocado met these demands.

What key campaigns worked for Rinjin and why?

1. Visit-Based Vouchers Create Intentional Repeat Visits
Rinjin’s data shows tens of thousands of voucher interactions across:

- RM5 Rebate
- 2nd Visit
- 3rd Visit
- Birthday RM30

These are purpose-designed to move customers to their next visit, not just give discounts.

Behaviourally, this shortens return cycles and increases dining frequency.

2. High Birthday Engagement
The birthday RM30 voucher appeared in a very large number of voucher lines across both years — confirming birthday campaigns as a strong reactivation tool.

Customers who might not have visited in months are pulled back into the outlet during their birthday window.

3. Increasing Points Utilisation
Month Over Month Customers weren’t just collecting points — they were actively redeeming and repeating visits.

Points redemption grew steadily to >40% redemption rate, peaking between August and December 2025.

4. Scalable, Lean Campaign Structure
Unlike chains running dozens of promos, Rinjin’s four-campaign system:

- Is easy for staff to learn
- Easy for customers to understand
- Clear to measure
- Highly scalable to new outlets

The data proves that simplicity wins.

What membership strategy did Advocado implement for Rinjin Shokudo?

 

Advocado deployed a multi-layered membership engine customised for Rinjin’s operational realities and customer profile.

1. Integrated with Zeoniq POS

Advocado’s robust and reliable integration with Zeoniq POS made their operations happy:

  • No more double entry on POS and membership solution
  • All rewards are given through POS
  • No more fraud/ human-error-related headaches
  • All numbers are tallied; all transactions are synced

2. Simple but powerful tiering: Basic & VIP

A two-tier membership allows Rinjin to immediately identify and target their top-spenders with:

  • Added bonuses and rewards
  • Exclusive seasonal promotions and campaigns

And most importantly, more opportunities to upsell!

3. Always-On Loyalty Points Engine

Since migrating over to Advocado, Rinjin is experiencing a…

  • 40.7% points redemption rate

What this data means:

  • Members are actively coming back to use their points
  • The rewards are attractive
  • Customers are “using their points because they’re scared it expires”

4. Four Core Voucher Campaigns Driving Behaviour

Rather than running many unrelated promos, Advocado helped Rinjin structure a tight campaign suite:

  1. RM5 Instant Rebate (30 days)
  2. 2nd Visit – Buy 1 Free 1 Meal Set (60 days)
  3. 3rd Visit – 50% Off Second Meal (90 days)
  4. Birthday RM30 voucher (min spend RM50)

The reason: Bake in “FOMO” into the welcome campaigns. Members feel like they need to return again to not miss out on a good deal.

The results speak for itself: Members are averagely redeeming (and returning) 1.5x.

The mechanics work as such:

  • Visit 1 → Visit 2
  • Visit 2 → Visit 3
  • Lapsed → Birthday reactivation

5. Insights-Driven Operations and Reporting

Advocado provides Rinjin with quarterly performance reviews, including:

  • Points performance
  • Voucher performance
  • Outlet-level behaviour
  • Visit recency
  • Customer demographics
  • Gender & channel distribution

This allows the brand to operate with a data-backed marketing system rather than intuition.

Why does this loyalty model matter for F&B chains in Malaysia?

  • Rinjin’s membership journey offers important lessons for all Malaysian F&B operators:
  • High penetration → strong data foundation
  • Almost every customer becomes a member.

    This allows:
    - Better targeting
    - More reliable retention strategies
    - Lower reliance on discounts
  • Structured visit milestones outperform random promos
  • Rinjin’s simple, straight to the point membership campaign…

    - 1st visit voucher
    - 2nd visit voucher
    - 3rd visit voucher
    - Birthday voucher
  • … utilises 4 major voucher campaigns to drive most of the engagement.
  • The benefits:
    - Operations’ execution is consistent across all three outlets.
    - These touchpoints create predictable behavioural loops.
  • Points + vouchers = a balanced retention engine
  • Points give everyday engagement. Vouchers activate specific behaviours. Together, they create:
  • - Repeat visitation
    - Higher frequency
    - Better long-term retention
  • Data-driven decisions reduce marketing waste
  • Rinjin now sees:

    - Which months are strong
    - Which campaigns matter
    - Which outlet needs nurturing
    - How customers behave over time
  • This enables smarter resource allocation and messaging.

Conclusion: Modern F&B × Growth Partner Strategy

Rinjin Shokudo demonstrates what a modern membership-powered F&B brand looks like:

- Clean, clear loyalty strategy
- Scalable operational engine
- Unified customer data
- Smart campaign design
- Higher engagement across outlets

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